]]>TORONTO – For the BlackBerry loyalists who hoped the beleaguered company could redeem itself with another top-notch keyboard-based smartphone, there’s good news: the Q10 doesn’t disappoint.

It won’t necessarily impress the early-adopter consumers who obsess over the specs of cutting-edge mobile devices, but those who wistfully recall the glory days of the BlackBerry and reluctantly moved on to other mobile platforms will likely be very happy with the Q10.

BlackBerry announced Tuesday that the Q10 will be available starting May 1 on Rogers Wireless, Bell Mobility and Telus for $199 with a three-year contract.

Most buyers who have been waiting for news about the Q10 really care about only one thing: the keyboard. And it performs exactly as expected, making it easy to quickly crank out long emails with minimal frustration.

BlackBerry says the keys on the Q10 are the largest they’ve ever used and each row of the QWERTY keyboard is separated by a thick fret, which is supposed to help improve typing accuracy.

The backlit keyboard is definitely satisfying to use and BlackBerry addicts will find it takes no time at all to get accustomed to it. There’s also an option to turn on a predictive text feature, which anticipates what you’re typing and displays shortcuts for three words it thinks you might be working towards. Swiping up or clicking on one of the shortcuts auto-completes the word and saves a few keystrokes.

The trade-off for integrating a keyboard into the Q10 is a smaller screen. Users who have marvelled at the large displays on recent Google Android devices may find the Q10’s tiny.

The square screen measures 3.1 inches diagonally, compared to the 4.2-inch rectangular screen on the BlackBerry Z10. The iPhone 5 has a four-inch screen while the new Samsung Galaxy S4 has a five-inch display. The screen on the Q10 isn’t too small from a usability perspective but it does mean a lot more scrolling on websites, and watching video isn’t quite as satisfying as on a larger phone.

When landing on a text-heavy page that’s a little hard to read without zooming in — for example a news article or Wikipedia page — users can engage the Reader feature, which strips out all the graphics, photos and page layout and simply displays the main text in a large readable font.

That feature is part of the new BlackBerry 10 mobile operating system, which debuted on the Z10. Those who have tried the touchscreen Z10 will find the Q10 feels very familiar. Those who haven’t yet experienced BlackBerry 10 may be a bit mystified at first by the swipe gestures the operating system relies on. There’s no Back button with the new BlackBerrys. Instead, users learn a swipe motion to get back to the home screen. Once users get the hang of the gestures it’s easy to multi-task (up to eight apps can be run simultaneously) and quickly zip in and out programs.

Another key feature of BlackBerry 10 that keyboard aficionados will appreciate is the Hub, a consolidated inbox that manages messages from work and personal email accounts and social networks. Users who once had to check for new messages at a number of different websites can get notifications in one place with the Hub. And replying to any of those messages is seamlessly done within the Hub without having to wait for another app to load.

Users still carrying an old BlackBerry will be relieved to know that the Q10’s web browser is finally up to the task of handling pretty much any website it encounters and can even load Flash content (although it is turned off by default).

The Q10’s battery life isn’t as good as BlackBerry was known for back in the good ol’ days but it easily survives through a typical workday without shutting itself down. Users who are constantly on the phone all day can buy an extra battery, which is expected to sell for about $35.

As with the Z10, the woeful app selection in the BlackBerry World marketplace is one of the biggest knocks against the Q10. Because the devices don’t share the same screen size, apps designed for the Z10 aren’t automatically ready to use on the Q10 and have to be reformatted by developers. Many already have their apps ready for the Q10 but as of now, there’s even less selection available for the latest BlackBerry. That may not bother users who have been waiting for the Q10 and see their smartphone as a communication tool first and foremost. But others who enjoy regularly downloading new games and apps will be disappointed by what’s available for the Q10.

BlackBerry users who refused to hand over their keyboard devices even while enduring endless frustration with their aging phones, and jealously watched iPhone and Android users have fun with theirs, will want to start plotting an upgrade to the Q10.

Even Google’s executive chairman Eric Schmidt has admitted to being a devoted BlackBerry user.

]]>TORONTO – Shares of BlackBerry gained 5.5 per cent on Wednesday after the smartphone company secured the second major supply contract this week for its new BlackBerry Z10 devices.

The Waterloo, Ont.-based firm (TSX:BB) said that a mental health organization based in the United Kingdom has ordered 1,800 of the touchscreen phones. Birmingham and Solihull Mental Health Foundation Trust will receive shipments of the phones throughout the year.

After the announcement, BlackBerry’s stock was up 71 cents to $13.61 near midday on the Toronto Stock Exchange.

“BlackBerry has been our mobile enterprise solution of choice for a number of years and we’re committed to a full-scale BlackBerry 10 deployment,” said Stephen Asante-Boakye, head of technical services at the mental health group.

“During April and May, we will roll out 700 BlackBerry Z10 smartphones running on the new BlackBerry Enterprise Service 10, with an additional 1,100 devices set to roll out throughout the remainder of 2013.”

Earlier this week BlackBerry signed a supply agreement with the German government.

]]>http://www.macleans.ca/general/blackberry-signs-phone-supply-contract-with-mental-health-organization/feed/1Fanciful BlackBerry Super Bowl ad focuses on what new Z10 smartphone can’t dohttp://www.macleans.ca/general/fanciful-blackberry-super-bowl-ad-focuses-on-what-new-z10-smartphone-cant-do/
http://www.macleans.ca/general/fanciful-blackberry-super-bowl-ad-focuses-on-what-new-z10-smartphone-cant-do/#commentsMon, 04 Feb 2013 04:15:45 +0000http://www2.macleans.ca/?p=346238TORONTO – In an usual marketing twist, the maker of the BlackBerry bought a 30 second advertisement on the Super Bowl broadcast to promote what the new smartphone can’t do.…

]]>TORONTO – In an usual marketing twist, the maker of the BlackBerry bought a 30 second advertisement on the Super Bowl broadcast to promote what the new smartphone can’t do.

The fantastical commercial showed a man walking out of a store playing with the features of his new BlackBerry Z10 touchscreen device.

The first time he swipes the phone’s screen his sweater catches fire, while the second time his lower body turns into elephant legs.

When he swipes the phone again he bursts into colourful powder before another swipe turns a crashing tanker truck into hundreds of rubber duckies.

“In 30 seconds it’s quicker to show what it can’t do,” an announcer says at the end of the commercial.

The advertisement featured the classic soul song “Who Knows” by Marion Black, and aired in both the U.S. and Canada.

“In our debut appearance at the Super Bowl we knew that it wasn’t feasible to communicate the rich experience of BlackBerry 10,” said chief marketing officer Frank Boulben in a released statement.

“We wanted to let people know that BlackBerry is back and that BlackBerry 10 is worth checking out.”

Last week when the BlackBerry company, which formerly called itself Research In Motion (TSX:RIM), unveiled the device it spent much of the time focusing on what the features of the phone could do, such as its hub technology which acts as one place for all incoming messages, email, BBM and social media.

The company chose to stay relatively secretive about its Super Bowl commercial before the game, even though it went against the trend of releasing the ads on the Internet beforehand to drum up extra attention. Over the weekend it released three single-frame images of the commercial in an effort to keep the mystery alive.

The new BlackBerry Z10 will arrive on store shelves in Canada on Tuesday and has already made its debut in the United Kingdom.

The Super Bowl is the most-watched television event of the year, drawing 111.3 million U.S. viewers in 2012, and 8.1 million in Canada, but its commercials grab even more attention.

The event is also the most expensive event for advertisers, costing an average of $3.4 million for a 30-second spot on NBC last year, according to ratings firm Nielsen.

This year, estimates for how much CBS is charging for a 30-second spot vary wildly from between $3.6 million to $4 million. CTV declined to say how much it’s charging for Canadian airtime.

]]>Now that RIM BlackBerry has launched its new smartphone, the BlackBerry 10, this week to largely positive reviews, the Internet is rife with lists promising consumers “Everything You Need to Know” about the new device.

Rather than add another review to the mix, we’ve put together our own top five list of “Top Five” lists about the new BlackBerry 10:

Apparently, blackberries are also known as thimbleberries and lawers. Also, if your blackberry plant turns orange, it’s dying of an incurable fungus and should go in the garbage. (No word on whether the same advice applies to BlackBerry 10.)

NEW YORK, N.Y. – Canada’s smartphone pioneer will have a new BlackBerry in Canadian stores next Tuesday, the start of a new chapter for a rebranded company that’s seen its once dominant position trounced by the competition.

The BlackBerry Z10, a touchscreen model, will be the first to hit the shelves while the BlackBerry Q10, which will have a physical keyboard, will follow in April — a move that was signalled last year by the company.

Research In Motion (TSX:RIM) made the announcement Wednesday at a splashy unveiling in New York City, where it also let it be known the company will now go by the name BlackBerry.

The new BlackBerry models are widely seen as a make-or-break product for the company — the BlackBerry 10 devices were originally due for release last year.

Chief executive Thorsten Heins took to the stage at Pier 36, a massive entertainment venue on the shores of the East River, to unveil the two phones. Both are powered by the new BB10 operating system.

Heins called the event a “new day in the history of BlackBerry.”

“We heard you loud and clear,” Heins told the audience, in reference to the keyboard model. “We built this for those people who said they just had to have the physical keyboard typing experience.”

The BlackBerry Z10’s price will vary by carrier, but the company said it will sell for around $149.99 on a three-year contract. Pricing for the physical keyboard model was not released.

Rogers, Bell, Telus, Virgin, SaskTel, Koodo, and Fido are among the carrier partners, while Walmart, Future Shop, Best Buy, and The Source are some of the retail partners.

Canadian specific apps include offerings from the NHL, CBC, Tim Hortons, Air Canada, RBC, and ING Direct.

The new phone launch is BlackBerry’s attempt to regain its position in the highly competitive North American and European smartphone markets, which are now dominated by iPhone and Android devices.

While the first hurdles to overcome are the opinions of tech analysts and investor reaction, the true measure of success — actual sales of the phones — is still weeks away.

Among the features being touted at Wednesday’s event:

— As you type, the operating system predicts what word you want and you can swipe to have it auto-completed.

— BlackBerry Hub acts as one place for all incoming messages, email, BBM, social media.

— BlackBerry Balance then allows one phone to operate as both a business and personal device entirely separate from each other.

— Apps have been divided into two sections by tabs at the top of the screen, labelled Personal and Work.

— The new BlackBerry will also let users seamlessly shift between the phone’s applications like they’re flipping between pages on a desk.

BlackBerry also announced that singer Alicia Keys is joining the company as its new global creative director. Heins noted that Keys brings a “vast network of relationships in the entertainment, social media and business communities,” to the company.

RIM shares had gained as much as four per cent ahead of the launch in Wednesday morning trading. But the stock later fell almost seven per cent from Tuesday’s closing price, down $1.08 to $14.63 on the TSX following the start of the presentation.

The stock had declined over the past two sessions — 3.4 per cent Tuesday and a 7.6 per cent drop on Monday.

But that was viewed merely as profit taking as the stock has staged a huge comeback since hitting a fresh 52-week low of $6.10 last September. As of last Friday, RIM’s share price had soared 50 per cent during January alone.

The BlackBerry has dramatically lost marketshare in recent years after a series of blunders.

Several network outages left customers without the use of the smartphones they had come to rely on, while the BlackBerry’s hardware hadn’t received a significant upgrade in years.

In the coming weeks, BlackBerry will launch an advertising blitz to promote the phones, including aggressive social media campaigning, which includes plugs from celebrities on their Twitter accounts, and a 30-second advertisement on the Super Bowl, the most watched television program of the year.

The rebranded company will also come with new ticker symbols. On the Toronto Stock Exchange, BlackBerry will trade under the symbol BB while on the Nasdaq the ticker will be BBRY.

Does anybody else have the feeling that this week’s launch of BlackBerry 10 doesn’t really matter? It’s not for anything that Research In Motion is or isn’t doing with its long-awaited and overdue handsets, but rather because mobile devices are on their way to becoming commoditized.

With smartphones, it’s Google that’s driving the trend. As with virtually every area of its business, the company isn’t so interested in selling things to consumers as it is in getting them online and using its services, with the money coming from the ads it serves them that way. That’s why Google is selling the Nexus 4 in North America for $300 without a contract, while in the developing world it’s moving smartphones for just $50. It’s also why Android has more than three quarters of the world’s market share for smartphones. If Google knew the first thing about actually selling stuff to consumers, the constantly sold-out Nexus 4 would be an even bigger deal than it is.

Neither the Nexus 4 nor those African phones are as high-powered as most of the “hero” devices being sold in advanced markets, but for many users, they’re good enough. With Google plying this very different agenda, smartphone prices have only one way to go: down.

That’s good for consumers, as it will ultimately change the way phones are sold here in North America. Cheap handsets mean consumers won’t need to sign on for subsidized contracts with carriers. And with no contracts to lock them in, carriers may actually be forced to give consumers better service and prices.

But it’s bad for phone makers. The healthy profit margins enjoyed so far by the likes of Samsung. and especially Apple. are coming under pressure, which is why there’s been so much chatter lately about the possibility of a cheaper iPhone.

Apple’s chief executive Tim Cook has tried to deflect such talk by saying he isn’t interested in “revenue for revenue’s sake,” yet the company’s previous actions speak volumes. Apple did launch the cheaper iPad Mini last year in response to pressure from Google and Amazon, who together set the new price agenda on that category with their own smaller and less expensive devices, the Nexus 7 and Kindle Fire, respectively.

Phones and tablets are inevitably following computers into commoditization. Apple may still charge a premium for its products, but it will ultimately have to settle for a relatively small market share as a result, just as it has in computers. There is also a limit to that premium – with the likes of Google and Amazon setting the pace, the respective days of $700 smartphones and $500 tablets are numbered.

Which brings us back to BlackBerry. With shrinking margins on the horizon, why would anyone want to be in the smartphone or tablet market? Monolithic conglomerates such as Google, Samsung and Apple can afford it because such devices are but pieces of their much larger wholes. They can take a bath on phones and tablets since they pay off in other ways, including keeping people within their larger ecosystems.

For smaller, single-purpose players such as RIM or Nokia, which don’t really have anything else to offer consumers, that low-margin future isn’t very appealing.

It’s no surprise, then, that RIM may be looking to pull an IBM, where it would sell off its hardware business to focus instead on software and services. It’s ironic that the same company involved in IBM’s computer spinoff nearly a decade ago – China’s Lenovo – is the latest potential dance partner to be attached to this idea. And it’s not just speculation; RIM CEO Thorsten Heins says he is considering doing exactly that.

The smartest thing currently going on at RIM is the development of BlackBerry Fusion, the toolkit that lets businesses manage all the different phones being brought in by employees. This bring-your-own-device niche is one which RIM’s current competitors are unlikely to enter – and it’s potentially a high-margin business, at that.

Put these trends together with Heins’ oddly-timed comments about a potential hardware sale, and it’s tough to get excited about this week’s BlackBerry 10 launch. It may just be a lot of sound and fury that ultimately won’t matter much, since RIM’s real interests – and future – lay elsewhere.

]]>With its much-anticipated new smartphones still weeks from release, Research In Motion found itself under attack yet again last week. Rival Nokia filed a lawsuit against the BlackBerry maker after a Swedish arbitration panel ruled RIM was in breach of a key wireless patent. At the same time, Yahoo CEO Marissa Mayer was widely quoted dissing RIM’s phones: “We literally are moving the company from BlackBerrys to smartphones,” said Mayer in an interview with Fortune.

Yet despite the bad press, things are suddenly looking up for the Waterloo, Ont.-based firm. Goldman Sachs recently raised its rating on RIM from “neutral” to “buy.” Market confidence has been quietly rising. National Bank and Jefferies have also boosted their outlooks. Over the past two months, RIM shares have risen 75 per cent, to over $11.

Investors don’t expect RIM to shoot back to the top of the mobile industry when BlackBerry 10 arrives. But it has fallen so far in recent years that even a modest turnaround seems a safe bet that could yield results. “We now assess a 30 per cent chance of success for BB10 given positive early reviews, broad-based carrier support, attractive features and interest by carriers and consumers in broadening the field beyond Android/iOS,” said Goldman Sachs in its report.

]]>http://www.macleans.ca/economy/business/hyped-up-on-snack-food-2/feed/8Don’t call the Blackberry 10 a comebackhttp://www.macleans.ca/economy/business/dont-call-it-a-comeback/
http://www.macleans.ca/economy/business/dont-call-it-a-comeback/#commentsTue, 09 Oct 2012 09:15:01 +0000http://www2.macleans.ca/?p=299664Research In Motion is still near death, but has one last shot at redemption

It’s just before 10 a.m. and Andrew MacLeod, the Canadian managing director for Research In Motion Ltd., is sitting in a diner in downtown Toronto. For the first time in recent memory, he has some “good” news to talk about. A day earlier, the beleaguered BlackBerry-maker reported a quarterly loss of $235 million—less than many had feared. It also added about two million new subscribers, mostly in developing countries. RIM’s battered shares, which have traded as low as $6.22 in recent weeks, shot up 13 per cent.

While none of that means RIM is back from the brink—far from it, in fact—it does suggest the Waterloo, Ont.-based company may still be around in early 2013 to launch its long-overdue BlackBerry 10 smartphone, which seemed far from certain just a few weeks earlier. “We’re entering lab testing with our carrier partners next month,” says MacLeod. “Then we’ll be gearing up for a series of really big commercial platform launches. It’s a really exciting time for us.”

BlackBerry fans, a dwindling crowd, seem cautiously optimistic. Developers at a recent conference reacted positively to demo phones running BlackBerry 10, despite first being treated to a bizarre music video featuring Alec Saunders, RIM’s head of developer relations, singing a nerdy, BlackBerry-themed version of REO Speedwagon’s Keep on Loving You. Unlike Apple’s iPhone, or devices running Google’s Android software, BlackBerry 10 allows users to slide back-and-forth between applications (without the need for a “home” button) and check their inboxes by swiping away the screen they’re viewing. “It fundamentally changes the paradigm of how a smartphone should be used,” says independent tech analyst Carmi Levy. “The problem for RIM isn’t developing unique technology. It’s convincing people to at least give it a try.”

To that end, RIM has also added several consumer-oriented features, including a new take on predictive typing and a camera that “rewinds” photos to capture missed expression (by taking a series of shots before the user clicks the button). RIM has also caught a break from its bigger rivals, which have recently begun to look less invincible. The iPhone 5 failed to raise the bar for the industry and its launch was marred by Apple’s buggy Maps application, forcing a rare apology. Meanwhile, Samsung, now the world’s largest device maker, just lost a US$1-billion patent-infringement case to Apple, and Microsoft’s much talked about Windows Phone 8 has yet to catch on with consumers.

It all amounts to a narrow window of opportunity for RIM to regain its footing, although doing so will require near-flawless execution, brilliant marketing and a significant amount of luck—all of which have been in very short supply in recent years.

RIM’s market share has tumbled to just 4.8 per cent in recent months, according to research firm International Data Corp. Manufacturers who run Android, such as Samsung, Motorola and HTC, now control 68 per cent of the market while the iPhone boasts 17 per cent. “Unfortunately, there’s a loss of relevance when it comes to RIM,” says Scott Searls, a former senior vice-president of supply management for U.S. carrier T-Mobile. “It’s almost no matter what they do, it’s going to be considered too little too late, or merely table stakes.”

Thorsten Heins, who took over as CEO of RIM in January after Jim Balsillie and Mike Lazaridis stepped down amid pressure from investors, insists there’s a future for BlackBerry as a third-ranked platform. He argues that once people understand the efficiency and productivity gains that BlackBerry 10 offers, RIM will not only be able to hang onto its core base of business and government users, but win back consumers too. If all goes according to plan, the first phone to be introduced next year will be a touchscreen, followed shortly by one with a full keyboard. In addition to the new, multi-tasking operating system, the phones will allow corporate IT managers to effectively split the devices down the middle, keeping work emails secure and personal data like Facebook posts beyond the reach of your boss. It’s a recognition of the so-called BYOD trend, or “bring your own device,” that many businesses have adopted after their employees—and in some cases, senior executives—begged to be allowed to receive their work email on their iPhones, creating all sorts of IT headaches. “We think we’re really doing something different and innovative,” says MacLeod. “We absolutely think we will win back share in all markets around the world.”

Of course, RIM investors have heard such talk before, only to be disappointed. But that was at a time when RIM’s rivals were raising the bar with every new device launch. The pace of innovation has slowed. The iPhone 5, though faster and equipped with a bigger screen, still looks and acts a lot like the iPhone 4S. “That gives competitors the opportunity to stay on buyers’ radar,” says Levy

Carriers are also growing concerned that they’ve become overly dependent on industry heavyweights Apple and Samsung. More platforms mean more competition, which lowers the prices carriers pay manufacturers for their phones, boosting margins. “The carriers definitely want a third option,” says Searls. “And so far, Microsoft hasn’t got the traction that many thought it would.” That, in turn, could translate into critical marketing and promotional support for RIM.

But even if it’s a success, can BlackBerry 10 really save RIM? Searls says the best-case scenario is that a reinvigorated RIM gets bought by a competitor—likely Samsung—for something other than a fire-sale price. He notes RIM remains one of the few vulnerable smartphone manufacturers with a valuable portfolio of patents that has yet to be scooped up. “Samsung’s going to be saying, ‘If we don’t go after RIM, then we have to expect one of our competitors will,’ ” Searls says.

For now, the challenge remains launching BlackBerry 10 on schedule and winning over skeptical and indifferent consumers. It’s a tall order. But for the first time in months, there actually appears to be some semblance of a path out of the wilderness. As Levy puts it: “the light still flickers.”

]]>http://www.macleans.ca/economy/business/dont-call-it-a-comeback/feed/16RIM won’t abandon keypadshttp://www.macleans.ca/general/rim-wont-abandon-keypads/
http://www.macleans.ca/general/rim-wont-abandon-keypads/#respondThu, 03 May 2012 15:43:52 +0000http://www2.macleans.ca/?p=256597After offering a sneak peak of the BlackBerry 10 at the annual BlackBerry World gathering in Orlando, Fla., Research In Motion said Wednesday the company is not going to stop…

]]>After offering a sneak peak of the BlackBerry 10 at the annual BlackBerry World gathering in Orlando, Fla., Research In Motion said Wednesday the company is not going to stop offering physical keyboards in future BlackBerry models.

On Tuesday, RIM’s CEO Thorsten Heins unveiled a prototype of the BlackBerry 10, which included a touchscreen keyboard. Speaking to reporters at the conference on Wednesday, Heins said a new BlackBerry line will include both touchscreens and keypads.

Asked if RIM would drop BlackBerry’s physical keyboards, a feature many of the device’s users claim is its biggest advantage over the flashier iPhone and the Android-based smartphones feautring touchscreen keyboards, Heins said the keyboard is not being totally eliminated.

Judging by the initial reception his showcase seemed to wow the crowd of mostly developers and carriers, but by the time the event was over, RIM’s stock was down a hefty 5.8 per cent Tuesday on the Toronto Stock Exchange.

The company’s stock dropped a further 5.1 per cent on Wednesday, closing down 68 cents to $12.63.

Some reports suggested that Heins’ presentation was a sign RIM would completely ditch the physical keys that helped build its name and are favoured by many of its users.

The confusion obviously wasn’t ideal for the Waterloo-based company which is trying to rebuild its reputation after a series of technical blunders and management changes, which include hunting for a new chief marketing officer to navigate the campaign for its upcoming devices, due late this year.

With Research In Motion Ltd.’s future looking increasingly dire, CEO Thorsten Heins stepped on a stage in Orlando, Fla., today and began the long and difficult process of trying to rebuild consumers’ faith in the beleaguered BlackBerry smartphone platform. It was Heins’ first keynote presentation at the annual BlackBerry World gathering and he used it to offer a sneak peak of the BlackBerry 10 software that will run RIM’s next generation of devices, which, after several delays, are set to be launched later this year.

Heins, who took over from co-CEOs Jim Balsillie and Mike Lazaridis in January amid a management shake-up, used a prototype phone to demonstrate a few nifty features of RIM’s new BlackBerry software. He reiterated that RIM’s focus is on making the BlackBerry a bulletproof communications tool—an attempt to differentiate RIM from industry leaders Apple and Google.

That includes a new virtual keyboard that can learn a users’ typing habits and prevent typos on the fly by adjusting the position of certain keys. There’s also a feature that spells out words over individual keys as they’re being typed, giving users the option of flicking them onto the screen with their fingers. Heins also showed off improvements to the BlackBerry’s multimedia functions, including a feature that allows users to “rewind” photographs so they can capture the moment they were intending to (i.e. before somebody blinked).

It wasn’t nearly enough to win over skeptics. “The parts of BlackBerry 10 demoed are slick,” wrote Jonathan Geller on the popular tech blog Boy Genius Report. “What we saw wasn’t truly innovative, though. It wasn’t compelling enough, and it’s unfortunately too late to try and gain enough traction and support for a third mobile ecosystem.”

With some analysts predicting that RIM’s global market share could slip below five per cent (it now stands at 8.8 per cent, compared to 24 per cent for Apple and 51 per cent for Android, according to Gartner Research), many observers share Geller’s belief that the only way for RIM to recover is if BlackBerry 10 is a runaway success story.

But coming up with another smartphone breakthrough, like the one Apple achieved in 2007 with the original iPhone, is no longer a realistic goal for RIM in such a competitive market. The best RIM can hope for is hanging on to its 77 million subscribers, and maybe pick up a few new ones.

The key will be getting the small things right, an area where RIM has struggled and Apple has excelled. That includes making a virtual keyboard that actually works, a user interface that’s intuitive and software that adds—not detracts—from the overall BlackBerry experience.

It’s going to be an uphill battle. But if the early looks at BlackBerry 10 are any indication, RIM appears to finally have gotten the message. With RIM’s shares down more than 70 per cent over the past year to $13.72, investors can only hope it didn’t arrive too late.